The go-to site of Britain's most baffled, Confused.com is calling 2019 ‘the year of confusion,’ as it continues on with its strategy to bring clarity to customers struggling with their insurance.
The concept was informed by customers as part of insight research by Confused.com, who called out 2019 as 'the most confusing year.' The insurance company then got Karmarama to illustrate the most confusing issues that the British public has faced this year.
Starring Timothy Murphy, the TV ad opens with the Irish actor sat in a blue Mercedes that's stuck behind a lorry with 2019 printed on the registration and that's piled high with confusing items.
Amongst the jumble of the miscellaneous load sits a flurry of ballot papers, TV screens with spinning newsreader heads showing breaking/faking news, the White House topped with circus tents, a #Ad sign and buzzing delivery drones.
After commenting on the various baffling subjects, Murphy takes the opportunity to overtake the lorry when it begins to cough and splutter. The Mercedes, with its ‘C0NFU5D’ number plate, drives past the lorry to an open road symbolic of the clarity Confused.com could bring to its customers when shopping around for finance products.
In future interactions, the campaign will explore further themes such as recycling, the weather and digital privacy.
The campaign will be supported with an integrated approach across multiple channels, including radio, out of home, cinema, press and digital advertising.
Discussing the campaign, Sam Day, chief marketing officer at Confused.com, said: “We already know that our ‘Don’t Be Confused. Be Confused.com’ campaign resonates with people because it’s dramatically shifted our brand awareness dials.
“We’ve put the name back into the heart of the campaign and reclaimed the concept of ‘confusion’ in connection with our brand. Now we’re taking it a step further and tackling some very poignant confusions head-on.
“We’re not claiming to be able to clear up confusion around all of these themes – although where we can we will. We’re saying we know it’s confusing, let’s take a little bit of that pain away by giving you a clear way to buy your finances – particularly for some of the more complicated products like insurance."
Adding to this, Nik Studzinski, chief creative officer at Karmarama, said: “It’s 2019. The most confusing year ever. The perfect time to launch our new Confused.com campaign. Finally, somebody offering some clarity. Gets my vote.”